Innovations: Innovations Archive

• Client: Kia Motors
• Agency: Grupo Zapping Comunicación, S.A.
• Location: Madrid, Spain

Partner agency Zapping in Madrid, Spain, recently developed an interactive, direct marketing promotion for Kia Motors with a paper steering wheel you hold up to your computer. A very cool, results-oriented way to test drive a Kia.

http://www.youtube.com/watch?v=_79BE9uVks8 

KIA Motors Case

Target: Young drivers between 25 - 35 years old.

The Problem

• Brand Awareness is not a top list priority for young buyers
• Low online notoriety

Objectives

• Improve brand awareness and generate interest for the new model.
• Generate visits to car dealers to test drive the car.
• Support new care release.
• Feel the KIA experience !

Solution

• Zapping have defined a campaign for the customer that covers both on-line and off-line with a strong focus on final customer brand involvement.
• By using an innovative technology we recreate the experience of driving a KIA from home.
• You only need a webcam that we provide you with once you have visited a car dealer and you have tried a real KIA.

How to participate

1st Step

• Mailings offering a new experience with KIA - drive a virtual KIA.  Mailings included a paper steering wheel and a bar code. You only needed a webcam. If you played and finished the game you could win a Playstation 3

2nd Step

• If you don't have a webcam, take your barcode to the nearest car dealer, test drive a KIA and receive a webcam.
• If you have a webcam you could start your driving experience immediately.

3rd Step

• After your driving experience have your virtual experience from home.
• Finish the virtual experience and participate in the draw for a Playstation 3.

Mailings

Virtual Experience

Results

75,000 visits to the website
3,500 people visited a car dealer
Better brand perception
Having a fun experience with KIA

• Client: New Orleans Convention & Visitor's Bureau
• Agency:
• Location: New Orleans

In July 2007, the New Orleans CVB and Trumpet launched www.24nola.com, a customizable Web site that serves as the official 24-hour insider’s guide for planning a trip to a 24-hour city. The effort is intended to identify the best potential visitors by targeting the "seeker" profile, with efforts designed to generate buzz, drive traffic to 24Nola.com, and ultimately get offbeat travelers to New Orleans.

The itinerary-building Web Site, www.24nola.com, won a Platinum Award in the web marketing division within CVBs/Destinations/Offices of Tourism in the Web Site category of the Hospitality Sales and Marketing Association International (HSMAI) during the 2007 Adrian Awards. Its Platinum status made www.24nola.com eligible for the Gala’s most prestigious award, “Best in Show,” which it won.

Trumpet recently designed and implemented a new way to interact with 24nola.com. By using the Yahoo Widget Engine to create a feed for authentic New Orleans experiences, users can now access 24nola content directly on their desktop whether they are a Mac or PC user.

• Client: Hear the World Foundation (Phonak Hearing Systems)
• Agency: metzgerlehner worldwide partners
• Location: Erlenbach-Zurich, Switzerland

Background Information

Since its launch in Novermber 2006 the initiative aims to activate people to start thinking about their hearing.  With this initiative Phonak wants to motivate and empower people to value, protect and enjoy their hearing.  Today, 500 million people are hearing impaired worldwide, growing to an estimated 700 million by 2015.

In July 2006, Phonak Hearing Systems, the industry leader and multibillion dollar international company based in Stäfa, appointed metzgerlehner in Switzerland to develop a global campaign and identify its new initiative.  mlwp worked in close collaboration with Fleishman-Hillard in Switzerland to handle the PR.

The Task

To raise awareness for the initiative in both the media and the public.

The Challenge

To break the stigma around the topic of "Hearing Impairment" by creating social acceptance and credibility among professionals and end users.

The Solution

The limited budget forced us to find an efficient multichanneled-concept supporting the initiative's PR effect.  The campaign therefore is based on testimonials of supreme ambassadors and spokespersons; personalities for whom hearing is a vital part of what they do every day.  A key figure is Bryan Adams who is the initiatives' official photographer.  The campaign was rolled-out globally via PR, Web, TV, Print, POP and Events.

The Results

In the first 12 months the initiative created an estimated 130 million of contacts worldwide.  The campaign's messages were multiplied by all kind of media: e.g. CNN, ABC, NBC, New York Times, FAZ, Die Weld, Blick, and Vanity Fair.